In January of last year, Roman
Sidorenko and Alexander Kukhtenko had an idea to break their sexual dry
spells the way they solved many of their other problems: with an app.

"We wanted an easy way to find sex, basically," says Sidorenko. But the two friends (who describe themselves as "pomosexuals")
were too impatient to use the available dating apps on the market, all
of which required them to spend hours flirting with potential flings via
chat or text message before getting a date and, possibly, sealing the
deal. They knew there were horny people around them looking for sex —
and nothing more — but had no way of figuring out where, and who, they
were.

"We thought it would be cool to use an approach like Uber,"
Sidorenko says. "Where you basically create the request, and you get a
car pretty soon. We thought it would be cool to have something like that
to find a sex buddy."

From that brainstorm came Pure,
a new app that brings the on-demand convenience of Uber or Seamless to
the bedroom. On Pure, users designate their gender and the gender(s) of
the people they'd like to sleep with, specify whether they are able to
host or not, and are shown any other willing users in the surrounding
area, each with an "Okay" or "No Way" prompt. When two users are
mutually attracted, they're given each others' coordinates to meet up.
There are no profiles, no lengthy chat sessions, and all unfulfilled
requests vanish after an hour. Confidential user feedback keeps creeps
at bay, and people who repeatedly no-show are banned.

Pure, which will launch next week pending approval by Apple's App
Store ("we have a plan B," says Sidorenko), is the newest entry into
one of the hottest subgenres of consumer tech: the minimalist hookup
app. In olden days, people hoping to get their rocks off using the
Internet had no choice but to try their luck on services like Match.com
or OkCupid — which require them to fill out profiles, choose flattering
photos, and spend hours crafting messages that likely went unread — or
wade into the sketchy backwaters of Adult FriendFinder or Craigslist
postings. Now apps like Tinder and Bang With Friends are offering itchy-fingered users the chance to cut out the chitchat and get down to getting down.

"People are becoming comfortable with a format of online dating that once sounded scary," says Dan Slater, author of Love in the Time of Algorithms. "If
these new location-based, on-the-fly apps are largely for hooking up
... perhaps more people out there are looking for quick sex than had
been originally thought."

Easy hookup apps aren't new — Grindr has been a staple of the gay community since 2009, and there has been a parade
of copycats in the years since — but the success of Tinder and Bang
With Friends seems to have pushed the idea into the hetero mainstream
and attracted the interest of high-profile investors. Bang With Friends reportedly raised a $1 million funding round and was seen as dangerous enough for Zynga to sue it
for trademark infringement. Tinder is backed by IAC and is a perennial
target of acquisition rumors in Silicon Valley. Pure, which is hoping to
ride the wave, raised a seed round of $200,000, according to Sidorenko,
and is currently soliciting additional investments.

"It’s very interesting to see what Fifty Shades of Gray
did for the pleasure-products industry," Sidorenko says. When that book
became a monster hit, "it became okay to talk about BDSM stuff. It
became okay to buy sex toys. This is the way the dating industry will be
changed."

Pure co-founders Roman Sidorenko and Alexander Kukhtenko

So far, minimalist sex apps have yet to find Fifty Shades–like
appeal. Grindr's hetero-focused spinoff, Blendr, flopped upon
introduction two years ago, and while gay-oriented apps like Scruff have
sprung up with even simpler interfaces, none has eclipsed the original.
But Tinder and Bang With Friends have gotten all genders and
orientations interested, in part by appearing less sketchy than silly
and spontaneous.

Part of the theoretical appeal of Pure and Bang With Friends is
that, like Grindr, they cut the mating process down to its essential,
primal elements — gender, age, appearance, location, availability — and
remove the sting of rejection by showing users only the matches that
have expressed interest in them, too. Unlike on Grindr, users aren't
required to have or maintain separate profiles (Bang With Friends simply
pulls information from Facebook), and on Pure, there is no "idle" or
"away" setting, meaning that everyone using the app is presumably DTF at
the moment of contact.

"Grindr is nothing but a traditional dating site," Sidorenko
says. "To find someone for a hookup, you have to start a standard chat
like, 'Hi, how are you, are you looking, can you host?' A lot of gay
people we interviewed said, 'I wish I had a way to see who’s looking to
meet right now.'"

Of course, even the most bare-bones matchmaker will require some
precoital communication. And the tremendous success of more traditional
online dating services (IAC's Match.com, for one, made $205 million last
year) proves that many people don't want to skip the foreplay.

"These apps are tapping into this perception that people
are looking for casual sex, but most people are using these apps as a
gateway to something longer term," says Lauren Kay, the founder of the Dating Ring, a start-up that pairs algorithmic date-finding with old-fashioned in-person matchmaking.

In addition to proving they're not just racy novelties,
minimalist sex apps will have to figure out how to make money. Bang With
Friends has no apparent revenue model at present, though it's easy to
imagine a premium version that charged users for better matches. The
founders of Pure, whose website and investor deck
are filled with feminine imagery and sex-positive language, say they're
starting out by marketing to "men who have sex with men," but hope to
break into the straight, bi-, and polyamorous markets soon after launch.
Their money-making concept centers on charging users $9.99 for a day
pass, which allows them to submit unlimited requests for 24 hours.

Eventually, Pure's co-founders say they hope to be part of a
cultural change surrounding online sex-discovery. They've enlisted
female sexologist Carol Queen to help them reach women, and they're
planning a series of marketing events at New York bars in the coming
weeks. The goal is to get casual sex-seekers comfortable with the idea
of skipping the small talk, avoiding the awkward bar drinks, and going
right for the sack.

That will be easier said than done. "Everyone's
trying to get on the online-dating gravy train," says Harry Reis, a
professor of clinical psychology at the University of Rochester. Reis,
who has written extensively about online-dating habits, is wary of the
rise of minimalist apps, especially the ones that promise to arrange
casual, spur-of-the-moment flings. Reis also points out that while
society's attitudes about monogamy may be changing, that change doesn't
necessarily mean that people will flock to spur-of-the-moment hookup
apps for a quick fix.

"Just because a person isn't interested in monogamy doesn't mean
they're interested in having sex with anyone and anything," he says.

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